We already explained in a previous post the importance of a fundamentally sound email marketing campaign for franchise sales. But, it’s difficult to understate the case.
According to research from Yesmail Interactive, roughly half of all business-to-business emails were opened on a mobile device as of 2014. The huge leap from desktop use to mobile devices to access the Internet, peruse apps, send texts and, more importantly, check email has forced brands to adjust their tactics in reaching their audiences.
Franchise Sales Is Mobile
The franchise industry is equally affected by mobile devices. In the 2015 Annual Franchise Development Report, the number of prospective franchisees connecting with franchisors has gone up dramatically in the past few years. In fact, research from Landmark Interactive cited in the report found that the number people using their cellphones and smartphones to contact a franchise sales representative rose from 23 percent in 2013 to 42 percent in 2014. Meanwhile, the corresponding figure for desktop users dropped by nearly 20 percent in the same timeframe.
So, it’s not just a matter of developing a franchise sales website with an intuitive and comfortable design. Take a holistic approach to marketing your franchise opportunity to your ideal investor. Assume they’re mobile and that they rely on their smartphones for a significant portion of the buyer’s journey.
How Can You Facilitate Better Email Marketing?
The advantage for franchise brands is mobile prospects have a variety of channels to engage with you on one device. For franchise sales marketing campaigns, your emails need to make it as easy as possible for your leads and prospects to take the steps you want them to. These include downloading content, entering their information into a form or contacting you directly over the phone.
Here are a few tips to optimize your emails for mobile franchise prospects:
- Keep your subject lines within a range of 25 – 30 characters. You want the recipient to see it in its entirety and understand the purpose of the message.
- Incorporate click-to-call functionality so that prospects can simply click on your phone number to connect with a franchise sales manager.
- Create calls to action that are at least 44 x 44 pixels – for the sake of users’ fingers – and make them prominent to ensure they know what to do.
- Leave sufficient white space in the email copy so that the recipient doesn’t repeatedly click on the wrong link.
- Always test each element of your email to see what images, text, CTAs and other components are most effective.
If you haven’t already begun taking a mobile-first approach to email marketing, it’s high time that you start. The influence of mobile technology isn’t limited to consumer-facing brands. Your franchise brand needs to embrace this evolution as well if you want to reach prospects wherever they are.